How to create the best content for your career website

08 June, 2017

Read in: Nederlands

Text writing is different from web writing. For your career website you can assume your visitor is scanning instead of reading. So it is very important to optimise content for the online user. We have to consider the online speed. People don’t like scrolling, and reading long texts even less. Would you like to know what is important for good content and how to apply this to your career site? This blog will help you! 

Online reading habits

Eye tracking and heat map research reveal how the online visitor scans your page. Most attention goes to the upper part. On a (random) online page the target group scans according to the well-known F pattern (for Fast).

Online users spend 80% of their time on a page to look for information above the fold. This is the visible part if you open a page, before scrolling. So less time is spent on the lower part of the page.

We also know that most users pay more attention to content at the left side, compared to the right side. Your user is also more inclined to scroll further if the first content he sees draws his attention or satisfies his needs.

Apply this to your career site

  • Put the most important information at the top
  • Get to the point immediately and be brief (large pieces of text are killing)

Composition and structure

Your site user needs structure. If you consider that a visitor reads only 20% of the words on a page, we are forced to draw his attention to the right content. The challenge: ensuring that the reader quickly recognises which information is important and relevant.

You wonder how to compose a good text? Use the AIDA model as a guideline. Attention, Interest, Desire and Action are the steps that your candidate will take to the conversion.

Apply this to your career site

  • Make every page easy-to-scan for your reader by:
    • an informative header and sub headers;
    • paragraphs and structure;
    • bulleted lists;
    • left alignment (header, sub headers and text);
    • one item for each paragraph;
    • less text;
    • important concepts in bold.
  • Keep the AIDA model in mind

Focussed on target group

The question you have to ask yourself while writing web text is: ‘What is the information my site visitor is looking for?’. On a career website this is for instance information regarding the atmosphere of an organisation, the working conditions, the projects or the people working at the organisation. Constantly try to think like the target group of your site and limit yourself to provide the most relevant information. The challenge is to connect to their perceptions and to respond to their information needs.

Apply this to your career site

  • Always write the content focussing on a target group and empathise with them
  • Always think from the point of view of the reader

The right (convincing) information

While keeping in mind the right target group, you start to comply with the information needs. Provide an ‘About us’ part, in which you explain your organisation, what you do and maybe something about products and services. Do not wander into less relevant information such as the entire history of your organisation. Rather provide a short, brief summary. It is also recommended to put a tagline on your homepage providing an overview of what your company stands for.

Also check the advantages of working for your company and think about the Unique Selling Points of your vacancies. What do you offer? Which type of information can convince the applicant (Desire)?

Apply this to your career site

  • Summarise what your company stands for
  • Check what you can offer and summarise it (briefly) for your site visitors

Easy-to-scan and findable

Using the right structure and layout you make your page easy-to-scan for the reader. But before your visitor can start scanning a page, he should be able to find it. By applying SEO to your texts, its findability increases.

As we mentioned earlier in the SEO blog, Google loves well-structured texts and it will scan the page, just as the site visitor will do. Important spots checked by the Google algorithm are:

  • URL of the page
  • Title-tag / SEO-title (title in the ‘roof’ of the browser)
  • Title and headers (H1, H2 etc.)
  • Plain text (more attention to the first 100 words and text in lists)

It is important to repeat the right keywords on these spots: the words people use in their search. This way you allow Google to give your page a good indexation. Put the most important keywords at the beginning of the sentences. It also helps to use bold concepts.

What are the right keywords for your content? You can figure it out using the Keyword Planner from Google Adwords. Use the keywords with the biggest search volume for your text. For vacancies, ‘vacancy’, employment location, job title and company name are often important keywords. For more variation in your text you can use synonyms (Google will recognise those). Compose your text with about 2-3% keywords and use about 300 or more words.

Apply this to your career site

  • Repeat important keywords in the page URL, (SEO) title and sub headers
  • Use the guideline: 2-3% of the text – at least 300 words – consists of keywords

How does your career site’s content score?

Schermafbeelding 2016-11-04 om 14.00.54Wondering how your organisation scores on this topic? Content is 1 out of 6 topics of the ‘Career website checklist’. Complete the checklist, improve where needed and increase the quality of your hirings.

Once you’ve finished the test you receive the whitepaper ‘Career website checklist‘, with background information and practical examples.


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